Words. A salespersons best friend...or worst enemy. They are your best friend if you use them correctly and your worst enemy if you use them incorrectly. You can use the wrong word at the right time and lose the sale. Use the right word at the wrong time and you receive the same result. How about stupid questions? You know, those questions that salespeople have been trained to use that only have one extremely obvious answer? Yea, those are the ones that drive me nuts too.
Here are five words to avoid in your next sales presentation, and yes, one in particular may surprise you.
Pitch - You don't "pitch" as a professional Salutary salesperson. A pitch is something thrown by a baseball player. A "pitch" is too stereotypically salesy. Please refer to your presentation. It sounds must better to the ear of your client. And speaking of your client, don't use the word...
Customers - Instead call them "clients" or "people I serve." What do lawyers have? Clients. What do you like to receive from the people you do business with? Service, and I mean good service. Customers just doesn't cut it anymore.
Obviously - Well, there really is nothing like telling someone that they are stupid, is there? Try to avoid this word as some people may take this as a condescending word, as in they're not smart enough to understand. Not the message you really want to send when you are trying to influence someone.
But - We all know that using this word means to disregard any words said before "but" is stated. It takes some practice to drop this word out of your vocabulary and replace it with "however." Believe me, it's worth it.
Help - What? This word should be avoided? Yes, especially at the beginning of your sales conversation with a client. Why? Well, if I call you and tell you that "I help companies reach their sales goals" and they already reach their sales goals, what am I going to help them with? This also suggests that your potential client has a problem. And if they do have a problem, they surely are not going to admit it to you at this point. Tell your potential client that you "work with companies" or "work with sales teams." It sounds much better.
Get these words out of your presentation vocabulary and you increase your chances to quickly connect with your clients. You also lessen the chance of being looked upon as just another salesperson.
How about those dumb questions that many salespeople have been trained to use over the years. You know the ones I am talking about. Here are just three examples of dumb questions salespeople ask.
Stupid Question #1 - "If I could show you a way to save money, you would want me to, correct?"
Nothing like telling your client that they should avoid being stupid and that is exactly what they hear when this question is asked.
Stupid Question #2 - "It makes sense to buy a high-quality product, doesn't it?"
No, I like to purchase the lowest quality, highest price garbage that I can. Really! If a salesperson asks this question of me, I answer with; "Its your job to convince me you represent a high-quality product, isn't it?" That makes them squirm.
Stupid Question #3 - "Can you tell me a little bit about your business?" What does your prospect hear? They hear that you have not done your homework. What is your prospect thinking? I don't have time to educate you and I don't do business with people who don't do their homework.
You want to ask questions that reframes the way you client looks at their current practices. If you ask a question that makes your client say "I never thought of it that way" or "I never looked at it in that manner" you have succeeded in reframing their outlook. And that will differentiate you from the competition.
Be careful in the words you use and the questions you ask. Turn the tables on yourself and if you were sitting in your client's chair, how would you feel about the words and questions being heard? If you just winced a bit, so will they.
Watch for my next post where we will go over some words you should be using and some questions that will help you reframe your client's outlook.
Good Selling!
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